The Factors Behind Perceived Brand Prestige Of Mid-Range Foreign Apparels In Indonesia
Karina, Nadia (Adv : Peter Forte), Peter Forte
Tujuan
Penelitian ini dilakukan berdasarkan pertanyaan penelitian untuk menentukan faktor-faktor dibalik perceived brand prestige dari mid-range foreign apparels untuk usia 18-25 tahun di Indonesia. Tujuan utama penelitian adalah menentukan faktor-faktor dibalik perceived brand prestige dari mid-range foreign apparels di Indonesia. Tujuan spesifik dari penelitian adalah menentukan efek dari perceived conspicuous value, perceived unique value, perceived social value, perceived emotional value, perceived quality value, global brand image, dan foreign brand image pada perceived brand prestige dari mid-range foreign apparels di Indonesia, dan untuk menentukan faktor terpenting dibalik perceived brand prestige dari mid-range foreign apparels di Indonesia.
Metodologi
Penelitian ini menggunakan metodologi hypothetical deductive untuk memvalidasi hipotesis penelitian. Survey dilakukan kepada 200 mahasiswa perguruan tinggi di Indonesia yang berumur 18-25 tahun menggunakan self-completed questionnaire. Data yang didapat dari kuesioner yang diisi oleh para responden kemudian dianalisa menggunakan program SPSS 21.0. Hipotesis penelitian dites menggunakan metode Multi Linear Regression Analysis.
Penemuan
Penemuan dari penelitian ini menyatakan bahwa perceived emotional value, perceived social value, foreign brand origin, dan perceived conspicuous value memiliki efek langsung yang signifikan (significant direct effect) terhadap perceived brand prestige dari mid-range foreign apparels di Indonesia; sedangkan perceived unique value, perceived quality value dan global brand image tidak memiliki efek langsung yang signifikan (significant direct effect) terhadap perceived brand prestige dari mid-range foreign apparels di Indonesia. Perceived conspicuous value adalah faktor terpenting dibalik perceived brand prestige dari mid-range foreign apparels di Indonesia.
Batasan Penelitian
Penemuan penelitian hanya terbatas pada mahasiswa perguruan tinggi berusia 18-25 tahun di Indonesia dan tidak dapat digeneralisasikan terhadap kebangsaan lain maupun rentang umur lain.
Implikasi Praktis
Hasil dari penelitian menyarankan bahwa mid-range foreign apparels di Indonesia dapat memperkuat strategi pemasaran menggunakan perceived conspicuous value, perceived emotional value, perceived social value, dan foreign brand origin untuk menambah perceived brand prestige. Sedangkan merek fashion local harus meningkatkan kualitas produksi dan menawarkan produk yang lebih unik dan customized untuk konsumen.
Keaslian
Kebanyakan penelitian yang dilakukan di Indonesia tentang produk asing meneliti aspek country-of-origin effects dan ethnocentrism. Penelitian sebelumnya tentang perceived brand prestige mengangkat produk luxurious. Penelitian ini memfokuskan pada faktor-faktor dibalik perceived brand prestige dari mid-range foreign apparels di Indonesia.
Purpose
The research is conducted based on the research question which is to determine the factors behind perceived brand prestige of mid-range foreign apparels amongst 18-25 years old customers in Indonesia. The general purpose of the research is to determine the factors behind perceived brand prestige of mid-range foreign apparels in Indonesia. The specific purposes of the research are to determine the effect of perceived conspicuous value, perceived unique value, perceived social value, perceived emotional value, perceived quality value, global brand image, and foreign brand image on perceived brand prestige of mid-range foreign apparels in Indonesia, and to determine the most important factor behind perceived brand prestige of mid-range foreign apparels in Indonesia.
Methodology
This study uses hypothetical deductive methodology to validate the hypotheses of the research. A total of 200 Indonesian college students, ages 18-25, were participated in this study through a self-completed questionnaire. Following the return of the completed questionnaires, the data was coded and analyzed using SPSS 21.0 program. The research hypotheses were tested using Multi Linear Regression Analysis method.
Findings
The research findings indicate that perceived emotional value, perceived social value, foreign brand origin, and perceived conspicuous value have significant direct effect on perceived brand prestige of mid-range foreign apparels in Indonesia; while perceived unique value, perceived quality value and global brand image have no significant direct effect on perceived brand prestige of mid-range foreign apparels in Indonesia. Perceived conspicuous value is shown as the most important factors behind perceived brand prestige of mid-range foreign apparels in Indonesia.
Research Limitations
The findings is only limited to Indonesian college students, ages 18-25 years old, and cannot be generalized to other nationalities or age cohorts.
Practical Implications
The results of the study suggest that mid-range foreign apparels in Indonesia should enhance their marketing strategies by using the perceived conspicuous value, perceived emotional value, perceived social value, and foreign brand origin to provide more perceived brand prestige for consumers. While local fashion brands should increase their quality of productions and offer more unique or customized products for consumers.
Originality/Value
Most researches conducted in Indonesia, on foreign products, investigate country-of-origin effects and ethnocentrism. Previous studies about perceived brand prestige investigated luxurious products. This study focuses on the factors behind perceived brand prestige of mid-range foreign apparels in Indonesia.
Kata Kunci : Perilaku konsumen, persepsi konsumen, brand prestige, foreign brand origin, global brand image, foreign products, fashion, clothing, Indonesia, Consumer behavior, consumer perceptions, brand prestige, foreign brand origin, global brand image, foreign prod
